Can audio affect ad performance?

Hey! Fraser here back with another 3 ads to help inspire you for the week ahead.

This week, we’re talking;

• The audio hack to skyrocket performance

• An easy win for your static ads

• How to make great street interviews.

Tickets for my talk at Motion’s Creative Strategy event this month are free, and you can grab one here. - I’ll be closing out the event on the final day, so come say hello!

Hydroletes

Go watch this video before reading on because the audio plays a big role in this creative.

You might already be familiar with this effect - It’s called the Trickster voice inside TikTok, and honestly, it’s one of the easiest performance hacks I’ve seen in a while. It takes a standard talking head video and makes it 10x more entertaining.

The best part is that this effect is free and inside TikTok and Capcut. We edit using Adobe at Fraggell, so when we’d finished the edit, we exported the audio, put it inside CapCut, and then went back inside Adobe. Easy!

We actually tested this Trickster's voice against a video with the creator's normal voice, and the Trickster was the top performer. Same content, different voice - Audio plays such a vital part in ads now, thanks to TikTok. Gone are the days of early Facebook, where people watched without sound 24/7. Sound first works! Test it.

Remember - If you like this creative and want something similar for your brand, apply to work with my agency here.

TLDR;

• The Trickster voice is the hack for testimonial ads

• Audio first is the way forward on platforms like TikTok

👉 Watch in full here

MoonBrew

Yes, this is real creative, and yes, this style of creative is the top performer in some brands' accounts. Crazy, right?

I spoke to a brand last week, and they mentioned that the best static ads for them have been lo-fi or native. I can see why; if you are of a certain age and demographic, chances are you’ll connect with something like the above more than a beautiful design and product image that most brands run. It might seem too easy and maybe even cheap, but if it works, it works.

Often, brands get too attached to the way their creative looks and sometimes even refuse to run ads because they don’t look ‘premium’. But at the end of the day, none of that matters because your customer is the one you are making ads for, and if they click and convert, does it really matter if it looks premium?

Ad creative is a vehicle to get people onto your site to make purchases - If it does that, you’ve won. No matter how it looks.

TLDR;

• Ugly ads win for some brands

• Don’t be scared to put performance first and brand second

If you plan content in sheets or task managers, this is for you.

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Try Planable for free and see it in action.

Looking for more?

Here are 4 ways I can help you 👇

• Fraggell - Looking for ads that turn scrollers into customers? My performance ad creative agency has delivered high-convert ads to brands like ALOHA, Chomps, and Nailboo… It’s worth your time to apply today to see if you're a good fit.

• CreativeOS - Create static ads in seconds with over 800 pre-tested templates for DTC brands. Become a member today.

• Foreplay - Improve your creative workflow. Save ads, build briefs, and more. Claim a free trial here.

TryBeautie

Street interviews! Who's tried them? If not, why not? I feel like if your brand is on TikTok, this is a standard format you should be testing. It feels organic, includes your demographic and gives you a way to demo your product and get live reactions. Nothing beats it.

They are a pain to film; anyone who has tried to ask random people on the street to be on camera knows what I mean - But if you can get some good personalities talking, the rest is easy. PLUS, you get to actually speak to your customers face to face, which is always great research.

All you need is your phone or an actual camera, a wireless mic like the Rode Wireless Go, and a mic handle. (You can actually 3D print these to save yourself some money if you already have a 3D printer, that is.) Then go somewhere busy and get asking. If you are out for a few hours, you can definitely get some good footage to mix into a bunch of creatives.

I like this example because it’s quick and starts with the problem the product solves instead of just the product right away. Smart move.

TLDR;

• If you film street interviews, start with the problem and not the product.

• All you need is a phone and a mic to start filming.

👉 Watch in full here

My talk for Ad World is now live in their BFCM playlist. When I started working in Marketing I always wanted to speak at AdWorld and I’m so lucky I got picked for this! it’s packed with value, and I think it’ll really help you win Q4 this year.

They’ve given you 60% off an Ad World Prime membership if you click here.

That’s all for Nice Ads this week - Thanks for being part of this and I’ll see you again same time next week. Follow me on Twitter/X for daily content around marketing and I’ll see you soon

✌️